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Google will start showing local-specific phone numbers in text ads

Welcome to Tech Treats, our weekly feature where we provide our clients with the latest news on all things digital marketing. From current trends and innovations, to fresh tips on getting the most out of your marketing spend, we’ll ensure you’re always kept in the loop!

Google will start showing local-specific phone numbers in text ads

Google has announced that from January 19th 2017, ads that use call and location extensions may start displaying a local-specific phone number, even if the call extension uses a different one.

In an email sent to some AdWords advertisers on Thursday, Google explained that the move would be to increase the relevance of ads that feature specific business locations, though this is the first notice advertisers have been given of the incoming change.

When asked why a local-specific phone number “may” be featured in the ad (rather than 100% of the time), Google simply told Search Engine Land that they are continuously testing.

Google has advised users to ensure their Google My Business listings have the correct phone numbers for each of their locations.

The TJM take: Although smaller businesses shouldn’t be affected by this update, problems may arise in the fact that many larger businesses choose to have their calls directed to one number for all of the locations they serve.

As Search Engine Land points out, Google has provided a form for advertisers to opt out of having local numbers displayed. However, there’s one big drawback; it could also negatively affect ad impressions.

If you need some advice on this, get in touch with the Traffic Jam Media team.